Campaigns: Event - Successful lift-off for 42 Below vodka

Trendy vodka brand 42 Below asked LDR London to run a consumer-facing
campaign that would target creative communities in media, music and
design.

Objectives:

- To run high-profile events

- To engage creative communities.

Strategy and plan:

LDR brought in Popbitch as a digital media partner. Popbitch has a
subscription database of 365,000 people who all fit 42 Below's target
demographic. LDR provided creative direction on the design and build of
a 42 Below bar, soundtrack and graffiti art.

It then took the activity to the offices of big media companies such as
Paramount Pictures, Mindshare and Virgin Media and organised virals to
be sent to Popbitch subscribers.

Measurement and evaluation:

Popbitch sent three 42 Below branded emails to its database plugging the
events and providing links to sites that sold the spirit. This sparked
online chat, creating further hype around the events. Guests at the
events were sent viral invites and told to dress up to get in the event
spirit.

Results:

There were 250 online applications for the Lift-Off events within 24
hours of the first mailing, capturing valuable data on the 42 Below
audience. More than 800 people attended the six events.